6533b853fe1ef96bd12adc8b

RESEARCH PRODUCT

THÓI QUEN NGƯỜI TIÊU DÙNG VIỆT NAM VÀ VAI TRÒ CỦA THỰC PHẨM TƯƠI

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This paper presents findings of a consumer survey carried out in Vietnam. the survey has been implemeted in two steps : qualitative and quantitative. The main profile of respondants are women, urban consumers, age from 24 - 39, office workers. The results provide an overall view on the criteria of choice in food buying decision. Concretely, sensorial factors like observing, touching, smelling play a very important role in food choice, more than trust on the vendor or certifcation of a third party like the Government. the consumer appreciates fresh food, assimilating to nutritional value, health and quality of the meal. However, there seems to be a generational difference between two generations: that of people over 40 years old with stable incomes willing to buy at supermarkets and safe food shop, and that of younger people who are aware of food safety problem, but usually buy food at traditional markets because of low income or lack of time.